Elsie Green Will Open Downtown San Francisco Store

The furniture retailer is scheduled to debut at One Embarcadero Center on October 17.

Updated on Oct. 12, 2026 in Openings & Closings

Elsie Green Will Open Downtown San Francisco Store

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Should city governments provide financial support to attract small businesses into vacant downtown spaces?

Furniture store Elsie Green will open a new location at One Embarcadero Center on October 17. The expansion is facilitated by the city's Vacant to Vibrant program, which aims to fill downtown retail spaces.

Why it matters

The opening serves the owner's goal of improving accessibility for customers while supporting a city initiative designed to energize downtown San Francisco. The program provides small businesses with essential funding and permitting assistance to occupy storefronts.

The Vacant to Vibrant program has successfully placed 30 small businesses into downtown spaces since its 2023 launch. Currently, 23 of these businesses are open and 10 have moved from temporary placement to long-term lease agreements.

The players

Laurie Cain Furber

She is the owner of the furniture store Elsie Green.

SF New Deal

This organization operates the city-backed Vacant to Vibrant program.

BXP

This company owns the Embarcadero Center complex where the new store is located.

The details

Owner Laurie Cain Furber, who sources inventory from France, is bringing the brand from its existing Concord location to the Embarcadero Center complex. The new storefront is the latest to join the initiative operated by SF New Deal, which facilitates introductory conversations and lease negotiations for incoming vendors.

The Vacant to Vibrant program launched in 2023.
Inventory was gathered in France in June 2026.
SF New Deal introduced the concept to Inner Sunset in Summer 2026.
An inventory container arrived in the U.S. in early October 2026.
Elsie Green will open in downtown San Francisco on October 17, 2026.

Market Landscape

The expansion reflects a growing trend of utilizing public-private partnerships to address high retail vacancy rates in major metropolitan downtowns. This move aligns with the city's strategy to reposition commercial centers by prioritizing small business presence over traditional large-scale tenants.

Shoppers can expect a new retail furniture option in the downtown area starting October 17. The program's continued rollouts suggest that additional businesses may soon occupy other previously vacant storefronts in the city.

The takeaway

Programs that provide dedicated permitting and financial support can successfully lower the barrier to entry for small businesses looking to expand into downtown areas. Readers can track such initiatives to identify new retail opportunities appearing in their local districts.